
Every Skin Colour Glows with Clean & Clear
The Brief
Johnson & Johnson skincare brand, Clean & Clear, wanted to produce an optimistic and inspiring social video campaign to help challenge skin tone discrimination in India, where “fairer is better” is still a widespread belief. We partnered with J&J and creator Sejal Kumar to bust the belief that “fairer is better” – a view still prevalent in some Indian societies.

The results
The video received an overwhelmingly positive response. Sejal became a real advocate for raising awareness of the problem and took it upon herself to start a movement with social posts, encouraging her fans (Clean & Clear’s target audience) to share their personal experiences.
The Hero campaign video, along with a behind-the-scenes vlog from Sejal, received over 246k views, 16k likes and 1.2k comments.
Sejal’s Instagram stories received over 4 million views. Her Instagram poll asking fans if they’d ever faced skin tone discrimination achieved over 108k impressions. Sejal’s Instagram videos also received over 101k views, 196k likes and 780 comments.
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